Major News in the Fight against Online Piracy

December 9, 2015

Yesterday, the Trustworthy Accountability Group (TAG) announced that many of the world’s largest brand advertisers and agencies have pledged to require their ad partners to take commercially reasonable steps to help fight the $2.4 billion lost to pirate sites each year. By signing the TAG anti-piracy pledge, companies are committing to minimize the inadvertent placement of digital advertising on websites or other media properties that support piracy or counterfeit content by January 1, 2016.

In addition, TAG also announced that the first group of validated providers of anti-piracy services, also called Digital Advertising Assurance Providers (DAAPs), are undergoing the validation process. DAAPs will provide anti-piracy services to help cut off the flow of advertising revenue to sites that profit from pirated content and counterfeit goods. To be validated, DAAP candidates must show how they identify risky sites, prevent ad placement, disrupt site transactions, monitor and assess the safety of ad placements, and/or prevent payment to sites that are deemed likely to offer pirated content or counterfeit goods. Companies using a DAAP’s anti-piracy services can receive a TAG “Certified Against Piracy” seal to demonstrate their compliance with TAG’s anti-piracy standards.

Online piracy is a critical issue for the advertising industry, and ANA has been working to find a solution for many years. In 2012, ANA issued a best practices white paper along with the 4A’s in regard to fighting online piracy, and these announcements today add significant strength to this effort. As one of the original founders of TAG, ANA is committed to eradicating online piracy, eliminating fraudulent traffic, combating malware, and promoting brand safety through greater transparency. TAG’s announcement today is just the latest step in creating a healthier digital ad supply chain.

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